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MyBeefCheckoffNews
Your weekly report of checkoff activities and outcomes.

Sept. 1, 2017

Sept. 2017 - INDUSTRY INFORMATION

MBA Grads Promote New Classroom Resources

Major Retailer Has BQA Training

Beef Producer Image Building Campaign

Amplifying Beef Nutrition Information to Consumers

VQA Update in Final Review

INDUSTRY INFORMATION, as defined in the Beef Promotion & Research Act, means “information and programs that will lead to development of new markets, marketing strategies, increased efficiency, and activities to enhance the image of the cattle industry.” This includes programs such as issues management, public relations, and beef and veal quality assurance.
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MBA Grads Promote New Classroom Resources

Beef advocates are gearing up for back-to-school season with a new resource for high school instructors. In addition to the Masters of Beef Advocacy Classroom Kit, a new curriculum is available to accompany “True Beef: From Pasture to Plate” – a documentary created by Chef Mike Erickson (MBA Top of the Class alumnus) and his culinary arts students from Pflugerville, Texas. MBA graduates are promoting both to local school districts. 

The Masters of Beef Advocacy program is part of NCBA AR #1709-II, Tactic 1B "Beef Advocacy Training and Engagement."
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Major Retailer Has BQA Training

The checkoff-funded Beef Quality Assurance (BQA) program recently met with a leading wholesale club store's beef supply chain team for a BQA training and certification. This opportunity allowed club store team members who are involved with beef purchasing decisions to learn firsthand about how beef is raised from a producer perspective. The training included an overview of important topics from recordkeeping and antibiotic stewardship to cattle handling and low-stress stockmanship techniques. Results of the 2016 National Beef Quality Audit were shared to show that retailers and others in the beef value chain can benefit from increased exposure to the BQA program, and this training was a step in the process of continuous improvement.

These activities were funded through NCBA AR #1709-II, Tactic 1D, Beef Quality Assurance.
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Beef Producer Image Building Campaign

Checkoff-funded research shows that as consumers become further removed from the farm, they become less familiar with the people who grow and raise food. To introduce consumers to people who raise beef and the way that beef is raised today, the beef checkoff is creating a campaign that will include a series of videos, still photography, website content, social media posts and other assets to show them beef producers from around the country. These pieces will be leveraged into a national direct-to-consumer campaign that launches in October 2017. It's part of a consolidated refresh for BeefItsWhatsForDinner.com and “Beef. It’s What’s For Dinner.” Keep watching the social media properties to see these videos and other pieces of content when the campaign goes live.

These activities were funded through NCBA AR #1709-II, Tactic 1C, Beef Producer and Beef Production Image Building Campaign.
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Amplifying Beef Nutrition Information to Consumers

Recently, the beef checkoff promoted Masters of Beef Advocacy graduate and Top of the Class alumnus Michaela Gasseling’s blog post focused on the benefits of protein, specifically while pregnant. The digital amplification campaign resulted in nearly 7 million consumer impressions and an engagement rate of 9.5 percent, performing better than the industry average for promoted content.

This work is part of NCBA AR #1709-II, Tactic 1B "Beef Advocacy Training and Engagement."
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VQA Update in Final Review

A 14-member technical advisory group is completing the final review of the updated Veal Quality Assurance (VQA) program manual and certification processes prior to submitting it to the Beef Board and USDA for final approval. VQA is a program of science-based best practices and standards to ensure that veal calves receive quality care through every stage of life and are raised using production standards that result in a safe, wholesome, quality product that meets or exceeds regulatory and customer expectations. The updated VQA program will be available later this year.

The VQA program is funded through NAMI AR-1711-II, Tactic 1A, “Grow consumer and channel marketer trust and confidence in the veal industry’s commitment to animal well-being, ethical production practices and sustainable use of natural resources.”
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